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MAKING RESEARCH WORK FOR YOU AND YOUR ADVERTISERSAND YOUR ADVERTISERS
TOP LINE FINDINGS RESEARCH UNDERTAKEN SEPTEMBER 2014
OVERVIEW
• Methodology• Who we spoke to• Magazine readership behaviour• Competitive positioningCompetitive positioning• Key measures of success
• Attention grabbing• Informative• Informative• Clarity• Action
METHODOLOGY
• The independent research company, Research & Analysis of Media (RAM) d t k t d d hi h t t t j t(RAM), undertook a standard survey which was sent out to just over 9,000 PTQ magazine subscribers
• A total of 1,175 responses were received (12% response rate)• Respondents were asked to complete the survey online• Respondents were asked to complete the survey online• Each individual ad within the magazine was presented to the
respondents and they were asked to give their opinion in terms of • AttentionAttention• Information• Clarity• Action
• All responses were submitted and processed by RAM
WHO WE SPOKE TO – 1,175 READERS OF PTQ MAGAZINE
IN WHAT REGION ARE YOU BASED? DESCRIPTION OF COMPANY’S OPERATIONS?
EuropeMiddle East & Africa12%
Central & South America
5% 28
42
Design, Engineering & Construction
Refining
26%12%
9
16
Other HPI Activity, please specify
Petrochemical/Chemical
North America20%
Asia, SE Asia, Australasia
37%
1
4
Alternative Feedstocks Processing
Process Licensing
% of respondents
READERSHIP BEHAVIOUR SECTIONS READ ON A REGULAR BASIS?
DO YOU PREFER TO READ PTQ IN?89Technology in action
REGULAR BASIS?
Print40%
Both33%
55
71
Q&A
Industry News
Digital
39Annual Outlook
% of respondents
27%
DEVICE USED TO VIEW PTQ ATTITUDES TO CONTENT
% f d f d h• Page Turner – 8%• PDF – 84%• Neither – 8%
• 99% of respondents find the case study articles useful
• 92% find the graphics effective• 97% find the editorial accessible
Based only on those who read the digital version
COMPETITIVE STRENGTHS
16
83
Neutral
Very Important
23
75
Neutral
Very Important
49
44
Neutral
Very Important
1Not that important
% of respondents
2Not that important
% of respondents
7Not that important
% of respondents
TOP PERFORMING ADS – ATTENTION GRABBING
SURVEY AVERAGE - 64%
87Linde
% of respondents agreeing the Advertisement grabbed their attention
82
82
82
ExxonMobil Research Engineering/UOP Alliance Page …
KBC Advanced Technologies
Sandvik Materials Technology
77
77
80
Foster Wheeler
Man Diesel Turbo
AMACS Process Tower Internals
75
76
77
Four Quest Energy
Process Consulting Services (page 107)
Foster Wheeler
75
60 65 70 75 80 85 90
ITW Technologies
Advertisement
S ASurvey Average
TOP PERFORMING ADS – ATTENTION GRABBING
SURVEY AVERAGE - 64%
Linde – 87%
KBC Advanced Technologies – 82%
ExxonMobil Research Engineering – 82%g g
Sandvik Materials Technology– 82%
AMACS Process Tower Internals– 80%
TOP PERFORMING ADS – INFORMATIVE
SURVEY AVERAGE - 60%
84Process Consulting Services (page 104)
% of respondents agreeing they found the advertisement informative
82
83
84
Process Consulting Services (page 107)
Linde
Sulzer Chemtech
74
78
79
Heat Exchange Engineering Middle East 2014
Asia‐Tech 2014
AMACS Process Tower Internals
73
74
74
4th Opportunity Crudes Conference
ITW Technologies
Heat Exchange Engineering Middle East 2014
73
55 60 65 70 75 80 85 90
ExxonMobil Research Engineering/UOP Alliance Page …
Advertisement
S ASurvey Average
TOP PERFORMING ADS – INFORMATIVE
SURVEY AVERAGE - 60%
Sulzer Chemtech – 84%
Process Consulting Services Pg 104 – 84%
Linde – 83%
Process Consulting Services Pg 104 84%
Process Consulting Services Pg 107 – 82%
AMACS Process Tower Internals– 79%Internals 79%
TOP PERFORMING ADS – CLARITY
SURVEY AVERAGE - 61%
83Linde
% of respondents agreeing they found message to be clear
78
79
80
Heat Exchange Engineering Middle East 2014
Asia‐Tech 2014
Sulzer Chemtech
75
77
77
4th Opportunity Crudes Conference
Process Consulting Services (page 107)
AMACS Process Tower Internals
74
74
75
ITW Technologies
ExxonMobil Research Engineering/UOP Alliance Page …
4th Opportunity Crudes Conference
72
55 60 65 70 75 80 85
ERTC Annual Meeting
Advertisement
S ASurvey Average
TOP PERFORMING ADS – CLARITY
SURVEY AVERAGE - 61%
Linde – 83%
Sulzer Chemtech 80%Sulzer Chemtech – 80%
Asia-Tech 2014– 79%
Heat Exchange Engineering Middle East– 78%
Process Consulting Services Pg 107Services Pg 107 – 82%
DOES POSITIONING IMPACT ON EFFECTIVENESS?
100
Results by Page Number
80
90
50
60
70
30
40
201 4 9 13 16 21 25 29 32 36 40 44 48 52 57 61 65 68 74 79 83 87 92 95 98 103107110114119122126128
Attention Informative Clarity Linear (Attention) Linear (Informative) Linear (Clarity)
SUMMARY
• Good mix of respondents by geography and industry type• High level of engagement from readers• There is an appetite for both the print and digital editions• High readership of sections• Positive reaction from readers in relation to the competition
G d f db k b h di i l d l / l f h bli i• Good feedback on both editorial and layout/style of the publication• In terms of the ad performance – encouraging to see that across all criteria,
there are strong scores throughout the publication – high traffic from front to backto back
• Some strong advertisements across all criteria• Linde• AMACS Process Tower InternalsAMACS Process Tower Internals• Sulzer Chemtech
